“This is an apple,” begins the voice-over for an ad CNN is running as part of its new “Facts First” promotional campaign. “Some people might try to tell you that it’s a banana,” the narration continues. “They might scream banana, banana, banana over and over and over again. They might put banana in ALL CAPS. You might even start to believe that this is a banana. But it’s not. This is an apple.”

The network’s new branding stresses that “there is no alternative to a fact” and that “opinions matter” but “don’t change the facts.”

CNN’s campaign seems driven by the post-truth political environment. President Donald Trump and his administration lie constantly and try to undermine the credibility of other sources of information, including CNN and other media outlets. By confusing the public about what is happening, they hope to maintain power. With top White House aides openly declaring their adherence to “alternative facts,” it makes sense for credible journalists to try to rally around the need for reporting to reflect reality.

But if CNN is truly worried about the sort of people who tell you that an apple is really a banana, the network should deal with the stable of pundits it has hired to provide viewers with knee-jerk defenses of the president. Those Trump apologists -- some of whom were previously on Trump’s payroll -- actively harm CNN’s journalism, frequently bringing panel discussions to a screeching halt with claims so dishonest they approach parody, at times drawing on-air rebukes from the network’s anchors. The pundits force the network to constantly debate whether the apple is really a banana.

In August, media reporter Michael Calderone identified 13 pundits on the CNN payroll “who, to varying degrees, can be identified as pro-Trump”: former Republican Georgia Rep. Jack Kingston, former Virginia Attorney General Ken Cuccinelli, talk radio host Ben Ferguson, former Bush White House official Scott Jennings, former South Carolina Lt. Gov. Andre Bauer, former Trump campaign spokesperson Jason Miller, former Trump adviser Stephen Moore, former Sen. Rick Santorum (R-PA), Republican strategist Alice Stewart, former Trump campaign official David Urban, talk radio host John Phillips, former Bush White House staffer Paris Dennard and former U.S. Attorney Matthew Whitaker. Since then, the network has hired Ed Martin, former chair of the Missouri Republican Party, to round out the roster.

As Calderone notes, the pundits are not monolithic, with some even offering criticism for the president from time to time. But on balance, the group reliably tilts discussions, often negatively impacting the ability of viewers to come away from the network’s coverage with a strong grasp of the facts.

Over the past three months, those 14 pundits have made 510 appearances on CNN -- an average of more than five appearances a day -- according to a Media Matters review. Jennings and Ferguson have led the way, with 73 and 69 appearances, respectively. Moore, Kingston, and Stewart round out the top five, each with at least 50 appearances.

Sarah Wasko / Media Matters

CNN has been paying Trump shills to provide on-air commentary since the 2016 presidential campaign, apparently having learned nothing from the disastrous results.

At the time, the network hired pro-Trump pundits like Jeffrey Lord, Corey Lewandowski, and Kayleigh McEnany, claiming that it was important to employ full-time Trump apologists to provide “balance” in its election coverage. Those pundits turned the network’s political coverage into a shit show, with segments devolving to bedlam as the network’s hosts and other contributors tried to push back against a steady stream of lies, talking points, and misdirection. The result may have attracted eyeballs, but it certainly was not a credible news product that distinguished fact from fiction.

And those relationships ended in humiliation for CNN: Lord was fired in August after he directed a Nazi victory salute at my boss; the Republican National Committee hired away McEnany to, among other things, produce propaganda videos; and Lewandowski remained on the Trump payroll while simultaneously working for CNN until he finally quit to monetize his relationship with the president full time.

The network has soldiered on since the election, hiring a phalanx of pro-Trump fabulists to populate its panels of reporters, analysts, and pundits. Not every pro-Trump pundit is as bad as Lord or McEnany -- from time to time, some will even offer criticism of the president. But the willingness of many of them to shill for the president regardless of the truth -- to send discussions into a tailspin by saying an apple is a banana -- flies in the face of the network’s stated “facts first” commitment.

Ferguson, for example, has repeatedly been called out by his CNN colleagues this month for offering nonsensical diversions in discussions of Trump’s attacks on NFL players who protest racial inequality during the National Anthem. And Moore -- who typicallyappears on the network to lie about Trump-backed health care proposals -- on Monday derailed a CNN panel discussion about then-Fox News host Bill O’Reilly paying a hefty sexual harassment settlement by saying that the real solution is for powerful men to never be alone in a room alone with a woman. Kingston, for his part, last night attempted to make excuses for Trump’s unprecedented falsehoods, saying that “the American perception is that politicians lie” and Trump is no worse than other presidents; the rest of the panel denounced him, with anchor Don Lemon scolding him for “condoning bad behavior.”

When major stories break, such as Trump’s string of indefensible responses to the lethal white supremacist rally in Charlottesville, VA, Trump’s CNN supporters blanket the network’s coverage. That result was a trainwreck, with the president’s shills sidelining discussions with praise for Trump’s response and dismissals of the importance of the rally.

CNN isn’t the first major news outlet to run an advertising campaign geared around its opposition to Trumpian “alternative facts.” The New York Timessold subscriptions earlier this year with similar patter, proclaiming that “the truth is more important now than ever.” But the paper drew controversy almost immediately when it violated that commitment by hiring a climate change denier for a coveted columnist slot.

As I noted at the time, “When you market your paper as an antidote to a worldview that is unmoored from reality, your subscribers will actually expect you to follow through. When you fail to fulfill your promise, those readers will take their money elsewhere.” Now it’s CNN taking on the mantle of bold truth teller. Perhaps the network should start by first examining its own household.